After spending several hours with it, the best I can say is that Apple TV + is … fine? New series like The Morning Show which stars Jennifer Aniston, Reese Witherspoon and Steve Carrell, are a clear sign that the company is investing heavily in talent. And the revamped TV app, launched in May, makes it easy to find new bingeworthy content and keep track of everything you're watching. The handful of shows launching with Apple TV +, including Oprah's Book Club the apocalyptic drama See and For All Mankind an alternative history space race series by Ronald D . Moore ( Battlestar Galactica ), are all perfectly watchable.
Nothing truly stands out, though. The Morning Show tries its hardest to look like Important Dramatic TV in the vein of Aaron Sorkin, but aside from the litany of stars, the first episode struggles for an identity of its own. It's also very strange that one of its villainous news anchors, played by Billy Crudup, goes into an extended rant about how broadcast TV will be swallowed by tech giants, and viewers prefer less complicated and personalized content via social media. At the end, I half expected him to star directly into the camera like a character from The Office .
Apple TV + lacks the innovative spark of Netflix's early streaming service – we all know it's possible to make good TV away from the confines of cable and broadcast networks. But, as we noted in September, it doesn't matter if there is anything truly new with Apple TV +, it will still be a huge success through Apple's marketing power alone. Pricing it at $ 5 makes it a no-brainer subscription for most consumers, and the company is also bundling a year of service with new device purchases.